A conga line of anonymous sources continue to spill ambitious plans for YouTube, which reportedly not only wants to stock its virtual shelves with live sports and original entertainment programming, but also on-demand streaming rentals of new movies.

The Wrap quotes an unnamed studio executive who’s excited about the plan, which will go head-to-head with iTunes:

“What’s really good about their approach is rather than another subscription offering, they’re going into a fresh area where there has been fewer leaps forward.”

Sony, Warner Bros. and Universal are among the studios that have sealed deals with the Google-owned video service. YouTube has rented movies for a year, and would not comment about the reported new initiative to to The Wrap:

“We’ve steadily been adding more and more titles since launching movies for rent on YouTube over a year ago, and now have thousands of titles available. Outside of that, we don’t comment on rumor or speculation.”

Have you rented movies via YouTube? What would the expanded service need to offer to interest you?

YouTube Finally Goes Hollywood With New Movies on Demand Service [The Wrap via Engadget]

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